Genre: An Overview

Genre is an organising structure that depends on codes and conventions. We recognise codes and conventions through iconography. The iconography helps us relate different codes and conventions to different genres. The audience is aware of specific genre iconography because of the existence of previous media texts.
Barry Keith Grant (1995) says that all genres have subgenres which put them into specific categories - which further helps them in becoming more familiar. An example of a sub-genre would be romance. For example, someone may want to watch a romantic drama, rather than a crime drama. This gives the audience more choice.
Steve Neale (1995) stresses that genres are not systems and that they are systematiztions that are dynamic and evolve over time.

An example of this would be the systematization of westerns. When you think back to old Westerns (e.g.  High Noon) they are traditionally masculine and contain the typical cowboys vs indians narrative usually. They often have gun fights. Over time, the systeamatization has changed and now we have Westerns such as Brokeback Mountain; a film about two gay cowboys who love each other. 

The iconography has changed over time. It is dynamic and evolves. 

When people become familiar with genre it becomes parodied. An example of this is Blazing Saddles, a parody of a Western. It plays on the audience's expectations and pokes fun at the genre. 

Many people believe that comedies and animations are genres in themselves, however they are not. They are treatments and styles added to genres. An example of this would be Bill and Ted's excellent adventure, which is a science fiction. Many people would believe it's a comedy. The same goes for Wall-e. Many people would call it an 'animation', however it is a sci-fi.

Jason Mittell (2001) suggests that genres are cultural categories that surpass the boundaries of media texts and operate within the industry, audiences and cultural practices. 

In short, industries use genre to sell products to audiences. Producers use familiar codes and conventions that often reference their audience's knowledge of society.

Genre also allows audiences to choose what products they want to consume in order to fulfil a particular pleasure.

Hybrid genres also exist. Hybrid genres are more than one genre put together in one text. An example of this is the film Cowboys vs Aliens - which is a sci-fi western.